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The 1940s

The Second World War had a major impact on clothing. Military women of lower rank were fitted with uniform underwear. Advertising appealed to both patriotism and the concept that bras and girdles were somehow 'protection'. Dress codes appeared - for example, Lockheed informed their workers that bras must be worn because of 'good taste, anatomical support, and morale'!. [[Military terminology]], such as the highly structured conically pointed Torpedo or Bullet (or even Cone) bra started to appear in the 1940-50s, designed for 'maximum projection'. A new image was the Sweater Girl, a busty and wholesome 'girl next door' whose tight fitting outergarments accentuated her artificially enhanced curves, while under and outer wires appeared. Sweater Girls often wore bullet bras. The image portrayed by actresses like Jane Russell (see Trivia) of the "lift and separate" design went on to influence the development of later brassieres.

The war presented unique challenges for the industry, women's occupations shifted dramatically, with far more employed outside the home and in industry, while limitations on material availability had a large impact on design. Advertising, promotion, and consumerism were limited but started to appear directed at minorities (e.g., Ebony in 1945) and teens. Many manufacturers only survived by making tents and parachutes in addition to bras. American industry was now freed from European influences, particularly French, and it became more distinctive.

Following the Second World War, material availability, production and marketing, and demand slowly recovered. A postwar baby boom created a demand for maternity and nursing bras, and television provided new promotional opportunities.

Source from : http://en.wikipedia.org/wiki